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Publication
International Market Entry Strategies: Facilitating Factors and Challenges
| Name: | Description: | Size: | Format: | |
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| 1.04 MB | Adobe PDF |
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Abstract(s)
Este relatório analisa os fatores facilitadores e os desafios associados às estratégias de entrada em mercados internacionais a partir da experiência prática adquirida durante o estágio de mestrado na empresa Riberalves, Comércio e Indústria de Produtos Alimentares, S.A. As atividades abrangeram tarefas de apoio à internacionalização, incluindo a elaboração de materiais de comunicação em marketing, pesquisa de mercado, conformidade regulatória e campanhas promocionais, permitindo uma aplicação prática de conceitos-chave de negócios internacionais. A análise foi estruturada em termos de dimensões estratégicas, como adaptação ao mercado, modos de entrada, posicionamento da marca e Comunicação Integrada de Marketing (IMC). A reflexão crítica evidencia a necessidade de equilibrar consistência global com capacidade de resposta local, salientando a pertinência de estratégias híbridas e culturalmente adaptáveis.
O relatório apresenta ainda recomendações orientadas para otimização da coordenação interfuncional e para implementação de ciclos sistemáticos de feedback, de modo a reforçar o aprendizado organizacional e a flexibilidade estratégica. No seu conjunto, o estágio proporcionou uma oportunidade de integração entre a formação académica e a prática empresarial, contribuindo para o desenvolvimento de competências na gestão de processos de internacionalização no setor alimentar.
This report, analyzes the facilitating factors and challenges associated with international market entry strategies based on first-hand experience gained during a master’s internship at Riberalves, Comércio e Indústria de Produtos Alimentares, S.A. The activities carried out included supporting tasks in the internationalization process, such as the development marketing communication materials, market research, regulatory compliance and promotional campaigns, which allowed for the practical application of key international business concepts. The analysis was structured around strategic dimensions such as market adaptation, entry modes, brand positioning and Integrated Marketing Communication (IMC). The critical highlights the need to balance global consistency with local responsiveness, emphasizing the relevance of hybrid and culturally adaptable strategies. The report also provides recommendations for optimizing cross-functional coordination and implementing systematic feedback cycles to strengthen organizational learning and strategic flexibility. Overall, internship represented a valuable opportunity to bridge academic knowledge and business practice, contributing to the development of skills in managing internationalization processes in the food sector.
This report, analyzes the facilitating factors and challenges associated with international market entry strategies based on first-hand experience gained during a master’s internship at Riberalves, Comércio e Indústria de Produtos Alimentares, S.A. The activities carried out included supporting tasks in the internationalization process, such as the development marketing communication materials, market research, regulatory compliance and promotional campaigns, which allowed for the practical application of key international business concepts. The analysis was structured around strategic dimensions such as market adaptation, entry modes, brand positioning and Integrated Marketing Communication (IMC). The critical highlights the need to balance global consistency with local responsiveness, emphasizing the relevance of hybrid and culturally adaptable strategies. The report also provides recommendations for optimizing cross-functional coordination and implementing systematic feedback cycles to strengthen organizational learning and strategic flexibility. Overall, internship represented a valuable opportunity to bridge academic knowledge and business practice, contributing to the development of skills in managing internationalization processes in the food sector.
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Keywords
Internacionalização Estratégias de entrada em Mercados Glocalização Exportação Adaptação estratégica Indústria do bacalhau